Palakkad, 18 Feb (H.S.):A new State-backed brandy is set to enter the Kerala market on February 21, marking the government’s latest foray into the liquor segment. The brandy is being produced by Malabar Distilleries in Palakkad and is expected to be positioned as a lower-priced alternative in the market.

However, even before its launch, the product has drawn attention due to a controversy surrounding the process of naming the brand. Earlier, Malabar Distilleries had issued a public notification inviting suggestions for a suitable name and logo for the new brandy. The advertisement promised a cash prize of ₹10,000 for the best name selected, sparking criticism and legal scrutiny.

A petition was subsequently filed in the Kerala High Court questioning the propriety of conducting a public contest to name a liquor brand. During the hearing, the High Court sought clarification from Malabar Distilleries regarding the decision and the procedures followed. Meanwhile, the Kerala State Beverages Corporation (Bevco) informed the court that it had no knowledge of the naming competition.

Despite the controversy, the government has decided to proceed with the launch. Officials have maintained that the new brandy is aimed at offering consumers an affordable option in the spirits segment. The name of the brand, however, remains under wraps and is being kept as a surprise until the official release.

The launch is expected to generate significant interest across the State, particularly given the legal and public debate that preceded it. With the product scheduled to hit shelves on Saturday, all eyes are now on the unveiling of its final name and branding.

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Hindusthan Samachar / Arun Lakshman